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Real time planning - Listening ‘designed cleverly enough, market research surveys will answer any question you can think up. But they can’t tell you what you never thought to ask. And what you never thought to ask might be the most important question for your business.’ Groundswell, Charlene Li and Josh Bernoff
Need to address the new paradigm Volume Buy Inventory Branding Business model committed on action Content / Engagement Specialist Generalist Skill set to understand technology Performance Detail audience (at scale) Buy Data
How many people in the room understand this chart? 10
The Product Roadmap Real time bidding market place will become the norm Search Display Mobile Video
Evolution of our technology strategy Ahead of our times we created our own proprietary technologies World is moving so fast... We need to be honest and recognise we can’t compete
T Nerve Center provides tools, technology and partners to connect Vivaki brands to People
We invest in layers on top of open technology We invest in layers of proprietary technology on top of best of breed open technology We build the connective technology not the platform
This allows to chose what best technology there is on the market
Clients don't fear being tied up to us through our proprietary technology.
The Gartner Hype Cycle The audience is often ahead of us... Twitter Peak of inflated expectations. Visibility Smart to invest Search Plateau of productivity. Facebook NFC Slope of enlightenment. Smart to invest Disillusionment. Technology trigger. Maturity
Clients want IntegrationANDSpecialisation What’s the best balance between integration and specialisation?
Talent A two stream world: Connected / Not connected. More subtle then age segmentation Need to fight inertias True at every level of the organisation Issue at clients end as well...
Privacy and transparency compliance Watch out – all the above is under threat... We can’t sit back advertisers/agencies/ publishers... Technology brings added value to the user
VW Golf Blue motion Norway Tesco (Homeplus) South Korea
Moving into a technology driven world needs... Acknowledgement at CEO level in companies Evolution of talent profiles at every stage Generalists need to be multi specialists In-depth training programs Ongoing process of learning Agency structures should not be confined by channel but by skill - bid vs buy All publishers need to embrace this change as well Transparency compliance Both at agency and clients ends